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Launches attempting to wing it will be politely escorted from the premises.

Make your next campaign or launch iMPOSSIBLE to ignore

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Most launches fail, not because the offer is weak, but because the strategy holding it together is missing.

The Spotlight Strategy gives you the throughline your campaign needs: psychology-led insight, sharp messaging, and a creative concept strong enough to cut through the noise.

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Used by founders and teams across industries.

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Your campaign doesn’t need “more”

You don’t need more content. You don’t need more runway. You don’t even need more people in your audience. Campaigns fail because the strategy holding them together is missing.

Here’s what usually goes wrong:

  • Your audience doesn’t know why they should care.

    We make your message sharp, clear, and impossible to ignore.

  • Individual assets that look fine but don’t connect as one story.

    We build the throughline that ties everything together.

  • Campaigns that rely on volume instead of clarity.

    We focus on the right message in the right places. Less producing, more converting.

  • Copy and creative with no cut-through.

    We position you with messages designed to stick.

  • Playing creative director, copywriter, and strategist on top of running the business.

    We work in our zone of genius so you can stay in yours.

  • They look good... And that’s it.

    We lead with psychology and strategic messaging so the design works even harder.

  • Infinite email chains between strategy, design and media.

    We align everyone under one plan that makes execution seamless.

  • Last minute rewrites, and a “hope this works” mentality.

    Clarity, confidence, and campaigns you’re proud to put your name on.

Stop gambling with your launches.

BOOK A FREE INTAKE INTERVIEW

When to deploy the Spotlight Strategy

Not every campaign needs it. But yours might.

USE CASE

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New offer or product launch

You’re putting something new into the world. A course, program, product, or service. You know a fuzzy message will sabotage even the best offer. The Spotlight Strategy gives you a campaign concept, messaging framework, and rollout plan that makes your launch impossible to ignore.

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USE CASE

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Brand campaign or visibility push

You’re ready to raise your profile through a thought leadership push, a PR blitz, or a brand awareness campaign. You don’t just want to get seen; you want to be remembered. The Spotlight Strategy builds the throughline that makes every channel connect and convert.

USE CASE

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Rebrand, pivot, or market expansion

Your business has evolved. Now you need a campaign that communicates the shift without confusing your audience or losing momentum. The Spotlight Strategy aligns your new positioning with a message and creative concept sharp enough to carry your next chapter.

If you’re making any kind of big brand move, clearance is granted.

Initiate Campaign Briefing:

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This service is not for you if:

  • You’re still pre-launch, testing ideas, or figuring out your offer

  • You’re hoping for a template or a cheap one-size-fits-all playbook.

  • You want a designer or an ad manager. I can introduce you or bring in whoever you need, but I build the strategy, not the ads.

BOOK YOUR INTAKE INTERVIEW CALL

Research to rollout: your campaign armoury

The Spotlight Strategy isn’t a generic launch checklist. It’s a complete campaign plan designed to make your offer impossible to ignore.

Every campaign is different, but your armoury may include:

  • Audience, brand, and market analysis grounded in psychology and data.

  • A campaign idea strong enough to cut through, flexible enough to work everywhere.

  • Sharp, repeatable language for ads, emails, sales pages, socials, and PR.

  • Core deliverables like sales pages, ads, or email sequences written as well as mapped.

  • Direct alignment with your team (or mine) to make sure execution matches the vision.

For the full breakdown (including deliverables, inclusions, and investment options) download the Pricing Dossier.

DOWNLOAD THE PRICING DOSSIER
BOOK YOUR INTAKE INTERVIEW
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Strategy powered by psychology and audacity

The Spotlight Strategy is led by Liv Steigrad, Behavioural Strategist and founder of The Identity Dept. For 8+ years she’s been applying psychology, storytelling, and strategy to help brands across industries launch with clarity and confidence.

Her specialty? Turning complex businesses into campaigns that are impossible to ignore, without the jargon, chaos, or “hope it works” guesswork most launches depend on.

Translation: You’ll walk away with a campaign strategy that actually lands.

Evidence on file

Campaigns don’t succeed because you hope hard enough. They succeed because the strategy is sharp. Here’s proof that The Spotlight Strategy works.

  • Logo of Troppolicious in blue and black text

    We knew what we wanted to say, now thanks to Liv we know how to say it!

    As a startup we wanted consistency in delivering our message to our audience. Liv defined our voice, tone and style in one invaluable Brand Voice document that we refer to regularly. 5 stars from us!

    Allison & Jason
    Founders, Troppolicious

Campaign windows don’t wait. Each missed week is momentum lost, and every delay risks fading into the noise. When you’re ready to step into the spotlight, waiting is the only mistake.

Looking for more evidence?

EXPLORE OUR CLIENT FILES

Guesswork isn’t a strategy

You only get so many chances to put your offer in front of people. And when the spotlight’s on, you can’t afford to gamble.

Most launches flop for the same reasons: fuzzy messaging, scattered assets, no throughline. It’s not because your offer’s weak. It’s because the campaign holding it together was never built to convert.

The Spotlight Strategy is the difference between a “hope this works” launch that drains energy and misses impact and an effective, impactful campaign you’re proud to put your name on.

Spots are intentionally limited so each campaign gets the depth it deserves. If you’re planning a launch, book early to secure your clearance.

DOWNLOAD THE PRICING DOSSIER
BOOK A FREE INTAKE INTERVIEW

FAQ

  • No. I build the strategy that makes those pieces work. I collaborate with your design and media team or connect you with mine to make sure execution matches the vision.

  • Pricing starts at $7,500 + GST, with scope depending on the complexity of your campaign. We’ll confirm the final investment after an initial briefing.

  • Perfect. The Spotlight Strategy is designed to give them clarity and direction. Think of me as the strategist who gives your team the roadmap so they can do their best work.

  • If you’ve outgrown DIY launches and you’re serious about putting something important in the spotlight, yes. The Spotlight Strategy is built for founders and teams who can’t afford to wing it.

  • Most projects take around 4 weeks from start to delivery, depending on availability, scope of work, and how quick you are to provide necessary information and feedback.

  • Great. I was a copywriter before I moved into strategy. Happy to talk execution in our campaign briefing.